Introducing ATMs in India: A contextual inquiry

Antonella De Angeli; Uday Athavankar; Anirudha Joshi; Lynne Coventry; Graham I. Johnson

doi:10.1016/j.intcom.2003.11.003

Introducing ATMs in India: A contextual inquiry

Antonella De Angeli, Uday Athavankar, Anirudha Joshi, Lynne Coventry, Graham I. Johnson

Research output: Contribution to journal › Article › peer-review

Abstract

This paper presents a method and results of an ethnographic study aimed at building an understanding of Automatic Teller Machine (ATM) adoption in Mumbai, India. The study combined field observations and semi-structured interviews (N = 43) of early ATM adopters, bank customers who do not use ATMs, and people who used the ATM for the first time as part of our research. Data were analysed to identify specific cultural traits that may affect the adoption of ATMs in urban India. Results demonstrated the unique role of the cultural context in affecting users' expectations and behavioural possibilities, thus determining people's response to the machine. This led to the conclusion that an understanding of cultural biases and metaphors can facilitate technology diffusion and acceptance informing design localisation and supporting the development of strategies to motivate and train users. © 2003 Elsevier B.V. All rights reserved.

Original language	English
Pages (from-to)	29-44
Number of pages	15
Journal	Interacting with Computers
Volume	16
Issue number	1
DOIs	https://doi.org/10.1016/j.intcom.2003.11.003
Publication status	Published - Feb 2004

Keywords

Automatic teller machines adoption
Cross-cultural user research
Design localisation
Emerging market
Ethnography
Hofstede's culture dimensions

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1016/j.intcom.2003.11.003

Cite this

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title = "Introducing ATMs in India: A contextual inquiry",

abstract = "This paper presents a method and results of an ethnographic study aimed at building an understanding of Automatic Teller Machine (ATM) adoption in Mumbai, India. The study combined field observations and semi-structured interviews (N = 43) of early ATM adopters, bank customers who do not use ATMs, and people who used the ATM for the first time as part of our research. Data were analysed to identify specific cultural traits that may affect the adoption of ATMs in urban India. Results demonstrated the unique role of the cultural context in affecting users' expectations and behavioural possibilities, thus determining people's response to the machine. This led to the conclusion that an understanding of cultural biases and metaphors can facilitate technology diffusion and acceptance informing design localisation and supporting the development of strategies to motivate and train users. {\textcopyright} 2003 Elsevier B.V. All rights reserved.",

keywords = "Automatic teller machines adoption, Cross-cultural user research, Design localisation, Emerging market, Ethnography, Hofstede's culture dimensions",

author = "{De Angeli}, Antonella and Uday Athavankar and Anirudha Joshi and Lynne Coventry and Johnson, {Graham I.}",

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TY - JOUR

T1 - Introducing ATMs in India: A contextual inquiry

AU - De Angeli, Antonella

AU - Athavankar, Uday

AU - Joshi, Anirudha

AU - Coventry, Lynne

AU - Johnson, Graham I.

PY - 2004/2

Y1 - 2004/2

N2 - This paper presents a method and results of an ethnographic study aimed at building an understanding of Automatic Teller Machine (ATM) adoption in Mumbai, India. The study combined field observations and semi-structured interviews (N = 43) of early ATM adopters, bank customers who do not use ATMs, and people who used the ATM for the first time as part of our research. Data were analysed to identify specific cultural traits that may affect the adoption of ATMs in urban India. Results demonstrated the unique role of the cultural context in affecting users' expectations and behavioural possibilities, thus determining people's response to the machine. This led to the conclusion that an understanding of cultural biases and metaphors can facilitate technology diffusion and acceptance informing design localisation and supporting the development of strategies to motivate and train users. © 2003 Elsevier B.V. All rights reserved.

AB - This paper presents a method and results of an ethnographic study aimed at building an understanding of Automatic Teller Machine (ATM) adoption in Mumbai, India. The study combined field observations and semi-structured interviews (N = 43) of early ATM adopters, bank customers who do not use ATMs, and people who used the ATM for the first time as part of our research. Data were analysed to identify specific cultural traits that may affect the adoption of ATMs in urban India. Results demonstrated the unique role of the cultural context in affecting users' expectations and behavioural possibilities, thus determining people's response to the machine. This led to the conclusion that an understanding of cultural biases and metaphors can facilitate technology diffusion and acceptance informing design localisation and supporting the development of strategies to motivate and train users. © 2003 Elsevier B.V. All rights reserved.

KW - Automatic teller machines adoption

KW - Cross-cultural user research

KW - Design localisation

KW - Emerging market

KW - Ethnography

KW - Hofstede's culture dimensions

U2 - 10.1016/j.intcom.2003.11.003

DO - 10.1016/j.intcom.2003.11.003

M3 - Article

SN - 1873-7951

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SP - 29

EP - 44

JO - Interacting with Computers

JF - Interacting with Computers

IS - 1

ER -

Introducing ATMs in India: A contextual inquiry

Abstract

Keywords

UN SDGs

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